travel tech insights

It’s no secret in the tourism industry that summer is the season of travel. In fact, a 2015 survey examining the travel habits of more than 1,000 respondents found a majority of those polled save more than one-third (37 percent) of their vacation time for the summer months, and that 46 percent of those who save their time use it for shorter weekend excursions rather than one long vacation.

As this trend is predicted to continue into this year’s summer season, travel companies can expect a surge of web traffic as travelers research and book trips. And because industry analysts forecast consumers opting for multiple short-term trips, travel companies must strive to maintain efficient, user-friendly web presences to ensure customers return each time they plan a getaway.

Online product and services reviews have shifted transaction influence from the provider to the consumer, rewarding companies who deliver excellent customer service and experience, and making life difficult for those who don’t. Within the travel industry, TripAdvisor delivers millions of customer judgements across travel providers, all of whom recognize the value in keeping in the customer’s good graces.

However, not all travel websites apply the lessons and value of customer reviews to themselves, certainly providing consumers with travel provider reviews but not necessarily reviews for their own role in the customer’s travel experience process.